LivingSmallinBigCityToronto presents...
LOCAL BOUTIQUE PROFILE
ZILIOTTO
Walking along the Danforth is always a fun thing to do. There are wide, strolling-friendly sidewalks, lots of cafes, gelatto shops, wonderful restaurants and grocery stores and of course, clothing shops. The newest addition to this fabulous fare is Ziliotto, a chic little boutique featuring the exclusive designs of Canadian designer, Jennifer Durand.
With three locations in Toronto, one in the heart of the fashionable Queen Street West, one in the hip Bloor West Village and the other on the Danforth, Ziliotto has become synonymous with timeless yet playful womenswear and accessories.
Opened in the spring of 2010 by Jennifer Durand (née Ziliotto), a midtown-Toronto native, the Danforth location has a fan base from the well-established Queen West store and was a natural extension for Durand considering she lives in the neighbourhood. When asked about her expectations for the Danforth location, she confidently replied, “I knew we would do well.”
What did surprise her was how welcomed she felt by the community. “We were so well accepted. The people in the neighbourhood are excited by the new developments and are proud of the renaissance that the area is going through. They’re proud of what the Danforth is becoming.”
In her own words, an interview with Jennifer Durand...
1. Where did you grow up? Have you always been interested in fashion, even as a child?
I grew up in Toronto at Avenue Road and Eglinton and yes, I was always
interested in fashion. I subscribed to Vogue magazine at age 11!
2. How did you get started in the business of fashion?
I got started in the business by embellishing t-shirts and selling them
in the street.
3. How difficult was it to open up your first store; what was the biggest challenge?
The biggest challenge opening the first store was of course money!!! We
luckily met a lovely bank manager who believed in us (my husband and I) and
gave us a loan of a few thousand dollars and we went for it.
I never formally studied fashion at school, but I lived in Paris and
worked as the assistant to the accessory designer at Chanel. Working there I
learned more about design, fit and quality fabrics than I ever would have at
school.
5. Did living in Paris influence your design style?
Living in Paris influenced me a lot. I wanted to understand what it was about French women that makes their style
so effortless. So basically, I studied them. What I found is that they love to express
themselves through the way they look... and they love feeling beautiful; which I
think is wonderful! Sometimes, here in Canada, it's looked down upon to want to
look pretty. As though we are being too vain and I think that's a shame.
6. How would you define your design philosophy?
I would say that I like to create timeless, flattering and easy to wear
clothes that are both comfortable and elegant.
7. Which 3 designers do you most admire?
Of course I have to say that number one for me is Coco Chanel, particularly for how she created the modern
woman's wardrobe and for her business savvy. Number two would have to be Ralph Lauren,
for building an empire and being one of the first "great American" designers.
And finally number three is Tara Jarmon. She is originally from Vancouver and she is married to a French man
and has had huge success in France. I've watched her career grow and it
inspires me.
8. How do you find juggling your time raising a family and being a successful designer/boutique owner?
I sometimes think it's sad that we all have these crazy lives and that we all
have to juggle so much all of the time. It's all so demanding for everyone! I have to admit my
husband is really good at telling me to slow down... And it's true, everything
will eventually get done, so try to enjoy your time (even if there is Lego all over the
place!!!!!!).
9. What's the best part of owning a boutique?
The great people I get to meet ....
Designing clothing and watching them come to life ....
Having a creative vision and seeing it fulfilled ....
And also the pleasure of every day getting to know different
neighbourhoods so well.
I will never give up drinking wine!
Why? See question number 8......
Thanks Jennifer ZiliOtto!!
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